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Package design > Structural
Personal care > Soap
Personal care > Haircare
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December 31, 2000
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Send to KindleCreating a softer side for Softsoap
In a shift from the traditional straight lines of the old Softsoap® container, Colgate, with the help of IDI (New York, NY), has changed the look of its hand soap package to give it a rounder and softer appearance.
The old package according to IDI president Gary Grossman wasnt congruent with the soft gentle product. So IDI shaped the container like a bubble and softened the pump head action making it easier to push. Grossman says consumers wanted a package that would fit easily in their hands. As a result of the change Softsoap sales exceeded Colgates expectations after just six weeks.
- »IDI
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